This research was based on finding way of improving the sales of
supermarket through effective marketing strategy. Some selected supermarket in
Enugu metropolis was used.
The major problem faced in this research was how to improve sales
by using the tools of marketing strategy. This research also found out how the
full application of marketing concept could help to improve sales in
supermarket. The acute importance of the customer to success of any business in
the era to buyers market was also research on.
In collecting information for this research, two source of data
collection were used. They are primary and secondary data sources. The primary
was data gotten through the use of questionnaires and oral interview, while
secondary data were collected from libraries and other information center.
Four hypothesis were stated and proved which helped to show ways
through which the sales of supermarkets could be improves. Percentages and 1 –
distributions were used in analyzing the questionnaire while 2 – test formula
was used in testing hypothesis.
CHAPTER ONE – BACKGROUND OF THE STUDY
1.0 History or origin of
1.1 Statement of problem
1.2 Purpose /objective of study
1.3 Significance of the study
1.4 Hypothesis / Research
1.5 The scope /limitation of
CHAPTER TWO – LITERATURE REVIEW
2.0 Induction of marketing strategy
2.1 Definition / meaning of
marketing & supermarket
2.2 The impact of promotion on
2.3 The impact of place
(distribution on supermarket
2.4 The impact of product on
2.5 The impact of price on supermarket
2.6 Important / contribution
on supermarket to national economy
2.7 Problems facing
CHAPTER THREE – METHODOLOGY
3.0 Source of data
3.1 Instrument used in data
3.3 Sample / sampling method
3.4 Method of data analysis
CHAPTER FIVE –
5.0 Summary , Recommendation
5.1 Summary of findings
Appendix 1 Questionnaire for supermarket manager
BACKGROUND OF STUDY
HISTROY AND ORIGIN OF SUPERMARKET
Supermarket as we know them today started in the depression days
of the early 1940s. They were owned and operated by independents, attempting to
compete with the Chain food stores. The supermarket method of food retailing
becomes an immediate success and the innovation was soon adopted intendments.
Today supermarkets are dominant institution in food retailing. There are close
to 34,000 supermarket in the United States and about 29,000 in Nigeria and they
account for about 75% of total food sales.
1980s were not good year for conventional supermarket cost
(Sometimes dramatically), inflation hurt, competition intensified
and both profits and productivity. Now, in the 1990s, supermarket management in
facing the challenge of revealing these trends especially the decline in profit
and productivity. The challenge is being met cutting costs and stressing their
price by offering limited services.
A few supermarket organizations are going the opposite route –
featuring a wider assortment of products of higher prices. Both groups are
using technological innovations at the chicken stands, in packaging and else
where in the stores. Perhaps the strongest challenge the supermarket management
is the task of encouraging the adopting of a greater number of those
technological innovations at a faster rate then in previous years.
There are many factors which caused the take off of supermarket in
the 1940s some of these factors are:-
The mass ownership of cars:- For the fact that many supermarket
patrons own their own cars, they can afford to go to some distant places
to make their weekly shopping.
The advance in technology:- Both supermarket and their patrons can
store perishable goods for a long period of time. They can also make bulk
purchases which could be stored in their refrigerator.
The packaging technology:- For many products now have consumer
size packages and distributor size container. This consumer packaging enhances
self – service operation in supermarkets.
Integration of grocery, meat and produce departments has made one
to stop shopping regularly. In a supermarket, there are different section which
makes for all time and efficient shopping.
STATEMENT OF PROBLEM
It is no exaggeration to say that some supermarkets in Enugu are
performing below standards and expectations that is to say that, they do not
meet the required sales volume considering the opportunities open to them for
The supermarket visited had not been treating their customers as
supposed there by not adopting the concept of marketing.
The investigation carried out confirmed that consumers were not
given special attention regarding their Enquirer as a result most of them
suddenly patronize these supermarkets.
The information flow was discovered to be inefficient thereby
affected service delivery that would here interested the customers.
The supermarket prices were found to be inhabitant when compared
to open market prices. The consumer preferred these open markets because of the
degree of satisfaction received from them.
PURPOSE/OBJECTIVE OF STUDY
The main objective of carrying out this study is to find out the
reasons behind poor performance of supermarkets in Enugu and ways through which
super market managers can increase their sales through effective marketing
To investigates how the adoption of the marketing concept of
treating consumers as the king would make the consumers patronage the selected
To examine the best marketing strategy that could be adopted for
consumers to be given special attention.
To assess the information flow between sellers and buyers that
would satisfactory make customers patronage the supermarket under study.
To approve the pricing policies of these supermarkets with a view
of adopting a satisfactory pricing policy for them.
SIGNIFICANCE OF STUDY
This study when completed will definitely help the supermarket
managers to increase their sales volumes and when their sales volumes increase;
their profit margin will also increase.
This study will also help those wishing to undertake supermarket
business to collect information which will help them in establishing their
Again this study will provide various strategies which will help
the managers to select one or two strategies that will make his business to be
cost effective that is the one that will be less expensive.
It will also make the owners to super markets to remain in
business because without adequate and comprehensive strategies, they can go out
HYPOTHESIS / RESEARCH QUESTIONS.
According to Webster .N. (1981) hypothesis is “ a proposition put
forward as a basis for reasoning a superstition formulated from proved data
explanation of occupancy as in science insider to establish a basis for further
Based on the problem and objective of the research, the following
hypothesis are formulated:-
Null Hypothesis (HO):- Sales of supermarket will not increase with
adequate use of promotional tools.
Alternative hypothesis (H1) sale of supermarket will increase with
adequate use of promotional tools
Ho: Good public relation will not enhance customer loyalty which
leads to increase in sales.
Hi: Good public relation will enhance customer’s loyalty which
leads to increase in sales.
Ho: Selling goods at reasonable low prices will not increase the
sales of a supermarket
Ho: Offering producers better qualities will not increase the
sales volume of a supermarket.
Hi: Offering producers better qualities will increase the
sales volume of a supermarket.
TERMS AND CONDITIONS APPLY
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